Ambitious plans to build a new creative hub in White City by selling off Television Centre have been laid out by the BBC as the iconic building celebrates its 50 th anniversary this week.

The listed 'concrete doughnut' – the largest and most sophisticated studio complex in the world when it opened on June 29, 1960 - is no longer needed by the broadcaster, which plans to move out completely by 2015.

The BBC is now looking at ways to regenerate the site by converting outdated and underused studio space to cater to the modern media industry, and ideas are being invited for how best to transform the building.

A visitor's attraction could be created as part of the project, which the BBC's chief operating officer, Caroline Thomson, described as 'a once-in-a-generation opportunity to establish London’s largest creative community right here in W12.'

At a speech in White City last week(JUNE 21), Ms Thomson said: "Our vision is to turn this area into a global centre for London’s creative industries with the BBC at its heart. In doing so, we shall be shaping an entire creative community, replacing the creative buzz of Television Centre with the creative buzz of an entire neighbourhood.

"We see the BBC as a catalyst for a regeneration project that will provide a new range of working environments designed to help people be as creative as possible. And of course that means not just people who work for the BBC but all of our partners, all of the other media people who will be attracted to the area."

Changes in the way television programmes are made mean there is no longer a need for the purpose-built studios of Television Centre. The last major drama series to be filmed there was The House of Eliott in 1994.

Most BBC staff currently working in the building will move to Broadcasting House in central London, or to the broadcaster's new base Salford, within the next three years. The BBC's Media Village, just north of Television Centre in White City, will be retained as its main base.

At its peak in the early 1970s, Television Centre was a hive of activity which hosted the likes of Doctor Who, Blue Peter and many others.

Before performing there in 1965 David Bowie, then known as Davy Jones, was ordered to cut his hair by producer Barry Langford. Bowie refused, and Langford allowed him to appear on the condition that the band's fee would go to charity if any complaints were received. None were.